Setting Up Your Video Marketing Strategy

Video Marketing Strategy

Today, consumers buy products from the brand they trust the most. Videos are a very effective way to build the brand-customer relationship. Additionally, videos help improve SEO and create backlinks to a site. With search engines like Google giving more weight to videos in their search algorithms, videos have become part of most marketing strategies around the world.

However, setting up an effective video marketing strategy is an integral part of the whole process.

Here are a few things you should keep in mind when setting up your video marketing strategy.

1.   Define Your Goal and KPIs

If you know what you want to achieve with your marketing strategy, then this knowledge lays the groundwork for your entire marketing strategy. Depending on how big or specific your goal is, you will need to tailor the kind of videos you send out, or the channel you need to send them out on. People use video marketing to achieve the following things:

– Increase brand awareness

– Educate about new products or features

– Reach a wider audience

You can try to attack multiple options from these, but as specific as your goal is, the more effective your strategy will be. Defining measurable KPIs (Key Performance Indicators) for your campaign will reduce guesswork and allow you to determine the effort it will take to realize your goals.

2.   Understand Your Audience

The needs of your audience will be tailored according to the kind of brand you are. A brand in your own industry might have a different feel. So the content they produce will be different than what you produce. Take some time to think about the kind of customers you have and their expectations of your brand. These insights will help you streamline the content you produce.

3.   In-house or Outsource?

You have an option to either create videos in-house or outsource it to a video marketing agency. Creating videos in-house will give you more flexibility and control over the storytelling, the final output, and the time taken to create videos. Outsourcing videos will help you get a professional touch right from the start. In-house videos will mean spending a lot more time on production. Make this decision based on the number and kind of resources you have at hand.

Phil Nottingham from Wistia explains this with the help of the following diagram.

Video Marketing Strategy Graph

Making videos in-house with InVideo can help you reduce the production cost to a large extent. You can create high quality videos without the need for high-cost video professionals. Also, you can create these videos in much lesser time than traditional video creation processes.

4.   Choose a platform

Short form, current videos do well on Facebook and Twitter. While long-form, lasting educational videos do better on YouTube, websites, and e-publications. So, you need to choose your platform based on where your audience is and what platform suits your content. At different points in your campaign, you will make different kinds of videos. So, these channels can be mixed up, and a common video can be created for different platforms.

Any marketing strategy is like a puzzle where you need to try out different parts in a variety of places to see what fits. So, when you finish the puzzle, you have the whole picture in front of you. No matter which path you choose, it goes without saying that you will reach your goal with some testing and tweaking. So, get started now!


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